According to a recent study, analytics is the most-used marketing technology among today's professionals. And there are some pretty impressive statistics to back that up.
We were thrilled to be part of the Nashville Technology Council's annual Nashville Analytics Summit last week at the Omni Hotel. More than 500 business intelligence analysts and data scientists from fields including healthcare, higher education, consumer goods, and government gathered to share experience and explore new tools together.
Our owner and CEO Jim Alcott gave a presentation on using data to solve marketing and advertising problems, which is how we approach our clients' campaigns and what sets us apart from other agencies.
We hope we were able to give a little, since - certainly - we gained a LOT from the other speakers, vendors, and attendees of the Summit.
Here are a few key takeaways - which we've outlined in snackable, pictorial snapshots in keeping with the advice of several speakers who said presentation can be as important as the information underpinning it.
Jim Alcott, founder and CEO of Alcott Marketing Science, has been named as a guest speaker for the Nashville Analytics Summit hosted by the Nashvile Technology Council.
Last week we held a webinar called "How to Make Student Search Smarter", which centered on student search for college admissions officers and marketers.
In recent years, changes in technology, common mobile apps, and the trends detailed in this post have left student recruiters spending too much time and money marketing to students who may not fit their requirements or have little interest in actually attending their school.Our webinar, which was conducted by agency owner Jim Alcott, focused on how data science and analytics can help solve this problem.
In our business, we often hear the same big worry from potential clients: "We'd love to use data to improve our business, but we don't have good data."
Want to know a secret?
Marketing and advertising folks are increasingly called upon to prove an ROI on our craft, which is why we were delighted when our friend Tim Earnhart of Werkshop Branding asked CEO Jim Alcott to speak on the science of marketing at Werkshop's DIG Seminar Series event.
The topic: How to use statistics, analytics, and data to help clients and creative agencies refine marketing strategy and measure campaign performance.
For those who couldn't make it to the DIG event - especially our awesome clients in Portland, Ore., and across the country who've helped us create a fantastic body of analytics and data insights work - here are some key takeaways:
1. "Half my advertising is wasted. I just don't know which half." Still true?
At Wheaton College, which is located in Norton, Mass., between Boston and Providence, RI, competition to recruit and enroll the best students is so fierce that last year admissions counselors went door-to-door, hand-delivering acceptance letters to 75 of their top-recruited high school students.
Even the university president himself was in on the gig.
Wheaton is by no means alone.
For college admissions officers across the U.S., student search is becoming increasingly and ferociously competitive.
Consider the following trends:
Figuring out how to collect, analyze, gain insights from, and leverage "big data" has been such a holy grail for marketers these past couple of years that one could write a whole blog post on the memes alone. Just for kicks, here are three of our favorites: